-organized campaigns that we've seen in recent memory was the 2004 george w. bush campaign. karl rove engineered a very impressive, microtargeting effort, where they started to integrate people's consumer preferences with their voting data to try to more precise -- so instead of just saying, ok, we're going to target everyone that we know is, say, a latino woman, you can actually individually start to target people based on what kind of car they drive, or what kind of cereal they eat, or all kinds of little factors that the people know from, you know, when you fill out surveys or when you buy things, that kind of thing. the obama campaign did that even more impressively in 2008, and they've been building on that ever since. so they've built a really formidable sort of digital, integrated data-targeting effort, that they then have put together with this vast network of field offices on the ground and neighborhood teams and volunteers and through facebook and everything else, so they know practically who all of their voters are, the millions and millions of people that they expect or hope they can drive
